The Role of Advertising in Brand Image Development

The brand image is the brand's total personality impression in the consumer’s mind (real and imaginary qualities and shortcomings). It is developed through advertising campaigns over time with a consistent theme. Talbot and his team conducted social media research and there objective was to: -

The image of our company is one of our core values and is present in all the communications we generate. Every company needs an image of powerful new brand that differentiates it from its competitors and to express the values we want to convey.

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

According to her, marketing helping companies build a formal brand of a company which will lead consumers to get use to the company and build a good relationship with it. During the late 19th and early 20th century, the main focus was on advertising new products, and because of mass production, companies would create similar products resulting in companies competing for consumers. Furthermore, she discusses that the concept of branding had be relevant in the early 1880, and nowadays selling an image or lifestyle is crucial for a firm (2000). Though Klein backs up her claim by using exams from the mid and late 20th century, they are still very relevant today. Branding is much more important than advertising. No longer are advertisements found allover the place, instead if a consumer knows a brand, they are more likely to remain faithful to that brand. Brands still create familiarity and emotional ties between consumers and companies. Overall, it is evident that the brand is more important than the product (Klein,

“Real corporate identity…is about behavior as much as appearance, and certainly about reality, as much as symbolism. Wherever behavior and appearance are linked, real corporate identity emerges.” There are said to be five identities of a company 1. The actual identity that encompasses the actual defining characteristics of the corporation, 2. Communicated identity – this involves the part of a company’s identity that is revealed using controllable corporate communication, 3. Conceived identity is the third type of identity and refers to the perceived corporate image held by relevant stakeholders, 4. Ideal identity – this is the best positioning of the organization in a given timeframe and finally is 5. The desired identity which is the corporate leaders’ vision for the organization. Having these different identities without proper alignment can create discord among these different areas and can weaken a company.

When developing a company identity you want a strong solid one that adds to your credibility with customers giving them a sense of trust and reliability. They know what you do and do well giving them a feeling of ease. They will come to trust in your strength and business.

Identities are a major section of the contemporary graphic industry; no matter how big or small a project may be, a successful design outcome is likely to involve at least some aspects of an identity. This is most frequently through the production of a design piece in a way that creates a visual coherence, be that through the use of a certain structure, typeface, colour or any other consistency.

Postmodernity has changed the way that advertising works, this has altered the sociological structure of branding. Branding is about building a relationship with customers to change their psychological view of their business. If a brand is produced and executed properly they are very powerful, a brand can carry a spiritual passion that attracts and glues a group of people in the community. A brand like this builds a relationship and culture with its customers, but when society views changed from modernism to postmodernism this shook the structure of brand identity. There was a shift in the demographics of their customers, instead of a company just being a business that customers buy from, the customers have become “stakeholders” in the

The investigation of brand confusion in advertising, specifically through print advertising of international chain hotels. In conclusion, hotel advertisements should be distinctive and not too information dense; building awareness, loyalty and involvement reduce brand confusion. Brand confusion is often the result of cultural differences and I will be using this article to back that claim up.

relevance in the context of global branding. In doing so, the paper will present literature

According to Keller (2012) state that brand identity and image as two key vital tools to manage brands effectively, Furthermore, as shown Figure 2, Brand identity at the sender side, to deliver such as brand meaning, aim. Also, it exist the other source: firstly, company might consider the mimicry situation and marketing area; second, Stella create hers company exactly based on hers lifelong vegetarian faith. Message side shows the nature factors of brand, the product Stella mainly provide, target markets, stores located and the communication with customers Like Stella target their customer as 20-50 years old people with higher income; Good fashion awareness; prefer design and high quality clothing; Eco-friendly, conscious women (Drexler, 2014). In this process, it exist competition such as Alexander McQueen, Vivienne Westwood which has similar sustaining operation background (Cronin, 2014). At final stage, brand image as Receiver side, customer receive Stella particular image. For instance, Point-of-Difference (POD’S) attribute stand out Eco-fashion, vegetarian image, environmentally and sustainability conscious (Stella McCartney, 2015).

Visual culture is the use of images, media, and other visual modes to represent the events and ideas of the world (Mirzoeff, 1999). The visual modes can range from an oil painting, to media on the internet, advertisements or TV. Visual culture has an influence on the consumer who is exposed to it. In this essay, I am looking specifically at how visual culture is used in advertisements, and how large brands, such as Coca Cola and McDonalds, use visual culture throughout their advertisements. Visual culture is often used to benefit a business. Such as increasing brand recognition through the marketing of the brand via colour or imagery. It can also be through catchy slogans or jingles that are created to leave an impression and therefore influence the consumer to the extent that they are remembered for a significant period of time. Therefore, it can be seen that Coca Cola and McDonalds both use different forms of visual culture in order to improve company image and increase brand recognition.

Earlier companies use to concentrate on making a brand image is to only entice new customers but these days theories have turned around. Maintaining the brand has become one of the prime targets’ for marketing professionals in order to gratify existing customers.

This model demonstrates the components of a brand identity. In this paper we will take each component and connect it to the luxury industry.

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.